THE MODERATING ROLE OF ORGANIZATIONAL CAPABILITIES AND INTERNAL MARKETING IN MARKET ORIENTATION AND BUSINESS SUCCESS

Solomon A. Keelson

Review of Business and Finance Studies, 2014, vol. 5, issue 1, 1-117

Abstract: The study was conducted to measure and justify the contribution of Organizational Capabilities and Internal Marketing as moderating factors of market orientation and business success. The article used twenty four listed companies out of a total of thirty seven from Ghana to conduct the study. Seventy two senior officials were surveyed from these companies using a five-Likert Scale questionnaire. Stepwise regression approach was used to investigate the level of contribution made by organizational capabilities and internal marketing to market orientation and business success, in relations to other known existing scales. The findings revealed that, compared to existing scales, organizational capabilities contributed significantly to the components that determine the level of market orientation of listing companies. Similarly, not only did internal marketing related with ten of the eleven antecedents of market orientation; but internal marketing also contributed to all seven economic and non-economic factors determining business success. Thus, the significant contribution of the two new scales to market orientation and business performance justifies their consideration as moderating factors for the study of market orientation.

Keywords: Business Success; Internal Marketing; Market Orientation; Organizational Capabilities (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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